Kerala, one of India’s most favoured tourist destinations, has been promoting itself extensively with considerable success for some years now. With the concept of 365-day tourism coming up widely, the new marketing communication from the state tries to encompass all of its features to make it a year-round attraction for international and domestic travellers. The new tagline used for the creatives, ‘Anytime is a good time to visit Kerala’, clearly illustrates the direction chosen.

This time around, the state’s tourism department have given the task of creating the spots to Crayon Advertising, which were previously done by Stark Communications. Interestingly, the tourism department had recently bagged the Berlin Golden Gate City Award for its marketing campaign.

The new creative, shot by Santosh Sivan, captures the various unique offerings available across the state. A series of six spots have been made, one sixty-seconds long, and five thirty-second spots. The short spot, titled highway; free zones; workshop; high rises; and nightlife, individually showcase the offerings from the state. The only long spot, titled ‘Life in God’s Own Country’, is a combination of all the five short ones and draws a bigger picture of the state.

Speaking at the Kerala roadshow organised by the state’s tourism ministry, Sanjay Kaul, Director-Tourism, Kerala State, said, “As part of the department’s marketing plan, road shows are being planned in Delhi, Ahmedabad and other cities, similarly on the lines of the one being held in Mumbai today.”